Marketing Processes & Planning

Assignment - Evaluating Marketing Strategies of a Selected Organization

Learning Outcome 1: Explain the role of marketing and how it interrelates with other business units of an organization

Learning Outcome 2: Compare ways in which organizations use elements of the marketing mix to achieve overall business objectives

Learning Outcome 3: Produce marketing plan for an organization that meets marketing objectives.

Learning Outcome 4: Develop a media plan to support a marketing campaign for an organization

Transferable skills and competencies developed

• Analytical skills to conduct own analysis to draw conclusions.
• The ability to provide information based on collation, analysis and interpretation of data.
• Creative thinking for presenting information and data in a simplified and informative manner.
• Digital skills, using different software applications to visually present information and data concisely.
• Communicating effectively in all forms, written, visual and oral, for operating efficiently in the international business environment
• Written communication using a range of media.
• Reasoning and analytical skills.
• Effective communication of relevant information across the organization.

Vocational Scenario

You are working as a junior marketing analyst working in the marketing department of the multinational organization. Your role encompasses new product development from initial research stage to the final end product.

You are required to conduct a research on marketing strategies and consumer opinions for that organization. Your further responsibility is to analyse the importance of marketing and its interrelated functional units of the said company.

Further you have to re-examine the different strategic approaches and how these approaches can be used to meet its organizational objectives. Furthermore as an analyst the company has asked you to develop a marketing plan for them and to generate a media plan that includes recommendations.
(Select a company of your own choice).

Assignment Activity and Guidance
The purpose of this assignment is that you carryout in depth market analysis of the organisation.

The written report should cover the following parts:

LO 1: Explain the role of marketing and how it interrelates with other business units of an organization

1. Introduction to the organization
2. Discuss various elements of marketing function in the context of the organization.
3. An explanation of roles and responsibilities of marketing manager of and how it relates with wider marketing environment.
4. Explanation of how marketing department of the organizations inter-relates with other functional departments of the organisation.
5. In conclusion discuss how inter-relationship of different marketing units helps the selected organisation in achieving its marketing goals

LO 2: Compare ways in which organizations use elements of the marketing mix to achieve overall business objectives

6. Compare marketing mix of the selected organization with any other organisation in the similar sector.

7. Furthermore, you are required to review, evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives

LO 3: Produce marketing plan for an organization that meets marketing objectives.

8. Develop a marketing plan that includes key elements of marketing planning for the selected organization.

9. Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives.

10. Produce a strategic marketing plan that measures achievement of marketing objectives within key performance metrics

LO 4: Develop a media plan to support a marketing campaign for an organization

11. You are further required to produce a media plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign

12. Devise an integrated multimedia plan, selecting appropriate digital, offline and social media channels for communication

13. Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.